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Vogue<\/em>: How has this \u2018real\u2019 and anti-AI stance resonated with customers so far?<\/strong><\/p>\n Stacey:<\/strong> We soft-launched the anti-AI campaign in October on our social media for millions of people to see, targeting a wide audience. Since then, we\u2019ve seen double-digit growth and brand awareness. We\u2019ve seen brand consideration upwards of 10% increase going into and through Q4 2025. So we\u2019ve seen some strong KPI shifts since we\u2019ve amplified this message. Now, can you attribute that to amplifying more or the marketing message? We didn\u2019t test one against the other, but we can safely say since we\u2019ve amplified this marketing message \u2014 we\u2019ve seen a very strong shift in our awareness and our consideration.<\/p>\n Then, for our Gen Z customers, they\u2019ve really grown up through that era doubting everything, not trusting anything \u2014 brands have to have purpose and integrity. Now, more than ever, they see through every single thing \u2014\u00a0especially AI.<\/p>\n Vogue<\/em>: Do you carry this stance through to your work with external partners?<\/strong><\/p>\n Stacey:<\/strong> We control all our campaign content in-house. Our photographers are in-house. We shoot in-house \u2014 we take them on the road, we shoot our campaigns in-house. Retouching doesn\u2019t exist in our world. We call it image processing, where we color and get the consistency there and convert to res that\u2019s ready to post, that\u2019s all in-house. We don\u2019t third-party, any of that, which is important for us to be able to control where it\u2019s used. Then, with our creators, we have a strict creator rule for editing content with no retouching or AI, and only shooting it in environments that are real. All of our influencer, PR, and talent agencies follow that as well.<\/p>\n We like to think that we are keeping it really tight, but it\u2019s exactly the concern as more hands get brought in and more tools get brought in, how much control can you have if you\u2019re not able to know who\u2019s actually doing the work? It\u2019s definitely a real concern, as people are thinking about the challenges of scale and how do you do more, faster, with budget cuts. We\u2019re figuring that out within our own organization, and we\u2019ve been very clear that we need to preserve the creative content budget in its real state.<\/p>\n<\/div>\n